How Data Helps Brands Innovate

On Friday, March 11 at SXSW Interactive 2016, three panelists from Theory, Johnson & Johnson and digital agency 360i participated in a roundtable discussion. Led by moderator Jen Drexler of Now What, the panelists shared their big data journey and how they are currently using big data to innovate.

New technologies offer brands a steady stream of new consumer information, however “the “smarter the users get, the harder it is to market to them,” states Ryan Brockington of Theory. “We don’t have enough time in the day to develop all these conversations.” Using data is a key piece to developing a brand voice.

Aggregate data is also a key component when it comes to helping brands advertise, states Lee Maicon of 360i.

One example of this is when 360i helped their client Cannon use Instagram and geo-location data to understand where people were taking pictures in high volumes in a particular city. They were able to sync that information with media buys to provide real-time content on billboards from Canon, advising picture takers on the best angle or time to take a picture in that particular location.

Another tremendous advantage brands have now that they didn’t have before from having so much access to customer data, is being able to provide stellar customer service, says Gail Horwood of Johnson & Johnson.

To see how else these brands are using data to innovate, watch the full panel here.

Sima has several years of marketing experience and has helped both small and large companies create brand awareness and ultimately grow their business. Sima has worked at Razorfish, Warner Music Group and PR by the Book, and is also the founder of goodindiangirl.com.